Recently, a trending topic once again brought Li Auto into the public eye.
Here's what happened: a netizen revealed that Wang Sicong, often referred to as the "Principal," had bought a new car. For Wang Sicong, buying a car is a routine consumption behavior that usually wouldn't be surprising. However, this particular car purchase caught everyone’s attention because it was something completely unexpected.
Photos shared by netizens show Wang Sicong appearing at a Li Auto dealership, where he reportedly ordered a Li L9. Soon after, even a screenshot of the order was leaked, and employees from the Li Auto dealership shared a photo with Wang Sicong. Given all this, it seems quite certain that Wang Sicong did indeed buy a Li L9.
As a result, Li Auto, already a topic of significant interest, once again became the center of heated discussion. Some people argue that Li Auto’s emergence has even changed the landscape of China’s luxury car market. While this statement might be controversial, it’s ultimately undeniable. The debate primarily centers around whether Li Auto can be considered a luxury brand. Admittedly, when it comes to history and pedigree, Li Auto, having been around for only a few years, doesn’t compare to those century-old car manufacturers. However, Li Auto has never really claimed to be a luxury brand either.
That said, the reality is that even if Li Auto's products aren't considered luxury cars, they have indeed influenced the domestic luxury car market. This is because the price range of Li Auto's current products directly targets luxury brand vehicles. Take the Li L7. for example—it directly competes with traditional luxury SUVs like the BMW X3. Mercedes-Benz GLC, and Audi Q5L. With monthly sales of 40.422 units, averaging 13.400 units per model, it’s clear where these sales are coming from.
So why are luxury car buyers willingly giving up traditional luxury brands in favor of Li Auto? If you pay attention, you'll notice that this phenomenon is quite common. In the garages of high-end residences and shopping malls, Li Auto vehicles appear frequently. Many people wonder why so-called "wealthy people" are interested in buying this type of car.
Let’s take Wang Sicong as an example again. The answer, in my opinion, is quite simple: these individuals have long since passed the stage of needing luxury cars to maintain their image, or perhaps their families already own plenty of vehicles that ordinary people consider prestigious. For this consumer segment, cars have reverted to being purely a means of transportation. Therefore, they will buy whatever car is genuinely practical and enjoyable to drive, regardless of price or brand.
Having driven a Li Auto vehicle for some time, I share this sentiment. Compared to traditional luxury brands, Li Auto naturally doesn’t have the same influence as the likes of BMW, Mercedes-Benz, or Audi. But for those who already own traditional luxury cars, this influence has long become irrelevant. In contrast, the smart features, lower energy consumption, and excellent driving experience provided by Li Auto offer a refreshing change. Of course, as a newcomer in the automotive industry, Li Auto is not perfect. There is still room for improvement both in its products and other areas.
Nevertheless, we must acknowledge that Li Auto, along with other new players in the automotive industry, is driving the Chinese car market into a new era. In other words, the emergence of these brands is pushing foreign brands to pay more attention to the needs of Chinese consumers. From any perspective, this is a positive development, and Li Auto, as a key player in this movement, certainly deserves our recognition. Don’t you agree?
